Rugby league administrator Peter V’landys is on the verge of a landmark NRL broadcast deal that could reshape Australian television, challenging the dominance of Foxtel and Nine Entertainment. The outcome, expected within weeks, may surpass the AFL’s $4.5 billion agreement with Seven and Foxtel signed in 2022, a figure once seen as the high watermark for sports rights in Australia.
The NRL’s rising popularity has strengthened its negotiating position. The 2023 grand final between Brisbane and Melbourne drew an average audience of nearly 4.5 million, surpassing the AFL decider for the first time since 2015. State of Origin matches also saw strong viewership, with the men’s series attracting close to 4 million viewers, up 6% year-on-year, while the women’s series consistently draws around 1 million viewers.
Two key developments have intensified competition for the rights. Foxtel, recently acquired by global streaming platform DAZN in a $3.4 billion deal, is keen to retain a major sports property. Meanwhile, Nine Entertainment’s streaming service Stan has emerged as a serious contender, having secured rights to rugby union, tennis, the Premier League, and other sports. Former Foxtel executive Amanda Laing, now at Nine, is leveraging her experience with NRL rights to bolster Stan’s bid.
Despite a broader slowdown in sports rights growth, the NRL’s expansion to 20 teams has increased the content available for broadcasters. The current deal with Nine and Foxtel, worth around $400 million per year, expires at the end of the 2027 season. The negotiations are expected to have wide-reaching implications for Australian media beyond sport.
